Promo Creates Spots

Four reality-TV-style spots for Miller Lite from the Schupp Co. feature “spokesmen” selected during a summer bar promotion.

The first of the 60-second commercials breaks Thursday during late-night television, a Miller Brewing Co. representative said.

The spots are tagged, “Grab a Miller Lite. Be on TV,” and show a man talking about why and how he enjoys Miller Lite, said Dena Self, a Schupp account supervisor. As he speaks, shots show the guy, winner of a promotion, out on the town with his friends in a limousine, at bars and at nightclubs.

The commercials are an outgrowth of a summer promotion called The Lens, for which Miller representatives traveled to 17 markets across the country holding auditions for beer drinkers to appear in spots.

Selected were Joe Swisher of Miami and James Dorsey of Boston, with the subsequent TV commercials being shot in their towns.

Schupp handled the promotion, and so it was called upon to do the TV spots, rather than lead Miller Lite shop Ogilvy & Mather in New York, the brewery rep said.

The budget for the cam paign was not disclosed. The Mil wau kee-based com pany spends about $100 million a year on Miller Lite, according to CMR.

The popularity of reality shows, such as MTV’s The Real World and CBS’ Survivor series, along with research of Miller Lite drinkers, led to the creative concept, the rep said.

Schupp also developed a His panic version of the reality commercial that features Alejandro Fernandez from San Antonio. Two 30-second TV spots break exclusively on Univision in November, Self said.